Sydney Sweeney's 'Great Jeans' Controversy: What Are People Saying?

The ubiquitous 'Euphoria' actress stars in a much-discussed new campaign for AE.

July 29, 2025

Sydney Sweeney with long hair is lying on their side, wearing a denim jacket and jeans, against a plain background.

Image via American Eagle

By now, you’ve no doubt seen the new American Eagle campaign starring Euphoria’s Sydney Sweeney. The campaign, dubbed Sydney Sweeney Has Great Jeans, has been an unavoidable attention economy mainstay in recent days, meaning it has undeniably succeeded in terms of sheer visibility. Its launch hasn’t come without criticism, however, leading to the very article you’re reading right now.

Below, we take a closer look at some of the reactions, including a timely TikTok from Doja Cat.

Sydney Sweeney stars in new American Eagle campaign

The Great Jeans campaign stars Sydney Sweeney, who will next be seen as former pro boxer Christy Martin in David Michod’s Christy. The focus of the campaign is a selection of pieces from American Eagle’s Fall 2025 lineup, including a limited-edition denim jacket and The Sydney Jean.

Sydney Sweeney’s American Eagle campaign reactions

In short, critics have zeroed in on the jeans/genes pun at the heart of the new campaign. Some have gone as far as to argue that the campaign’s messaging reads very eugenics-y, while others have pushed back against this interpretation by arguing that the controversy is overblown.

Though she didn’t mention Sweeney by name, the satire-minded TikTok from Doja Cat seen below is clearly inspired by one of several Sydney-starring videos from the campaign.

What has Sydney Sweeney said about her American Eagle campaign?

Sweeney hasn’t addressed the discourse. In a press release shared alongside campaign imagery earlier this month, the two-time Emmy nominee pointed to her lifelong fondness for the AE brand at large.

“There is something so effortless about American Eagle – it’s the perfect balance of being put-together but still feeling like yourself,” Sweeney said. “Their commitment to creating pieces that make you feel confident and comfortable in your own skin is something that resonates with me. It's rare to find a brand that grows with you, the way American Eagle has for generations. They have literally been there with me through every version of myself.”

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